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CALIFORNIA 

DAIRY 

COUNCIL 



CALIFORNIA 
DAIRY COUNCIL 



AFFILIATED WITH THE 
NATIONAL DAIRY COUNCIL 



MILK IS INDISPENSABLE 
TO GOOD HEALTH 



268 MARKET STREET 

(Room 242) 

SAN FRANCISCO 






AN ORGANIZATION FOR THE BENEFIT OF ALL THE UNITS 
COMPOSING THE DAIRY INDUSTRY 

Incorporated under the law of California February 8, 1919, as an educational and non-profit 

corporation. 



Copyright, 1919, by California Dairy Council. 



/ 



MA* -8 1319 



Written by 
SAMUEL P. JOHNSTON 



©CLA515456 



/t\0 f 



88883 CALIFORNIA DAIRY COUNCIL 88883 

Value of Co-operation. 

Consumers want to buy milk 
for less 

but producers claim it is 
hardly possible to maintain 
the present price level 
because conditions do not warrant 
production at the returns obtained 

In other words 

two opposing factors 

cannot agree 

and 

it is the purpose of 

this organization to attempt 

to solve an important problem 

to the mutual advantage 

of both sides 



Co-operation has been found to be 
a panacea for many business ills 
and is recognized as a means 
to accomplish good results 
where divided interests fail 

Hence it is proposed to bring 
into one fold as many 
as possible of the contributing 
interests of dairying 
and by amalgamation 
weld a strong organization 
which can achieve results 
of great advantage to the 
dairying business and the 
State of California 



fl] 



g^g$8 CALIFORNIA DAIRY COUNCIL 88888 

Need of Sufficient Profit. 

It is recognized in the beginning 

that the objective is so important 

it must have the loyal support 

of all interests 

producers manufacturers 

distributers bankers 

land owners lease-holders 

manufacturers of and dealers in 

machinery contributing to 

the dairying interests 

and all others financially interested 

in the welfare of the industry 
Its purpose is to promote 

and develop the dairy industry 

of the State of California 

— to encourage production 

by introducing better methods 

more effective systems 

a higher degree of sanitation 

cows which produce more milk 

and a sounder foundation 

for the business 

Given improved systems and methods 

it is believed the dairy industry 

will promptly respond 

with the result 

that all connected with it 

will find a more profitable field 

than that they now occupy 
Any business conducted without 

sufficient profit 

cannot exist 



[2} 



S(r>S3S CALIFORNIA DAIRY COUNCIL 888S8 

^*^^^mm^mm—^—m—^mm——*—m^~^m— '">»" ■ n 11 mi ■ *»«»— _»■■«• n IIIIH i . .1 •■ > imisimm 1 ». _ 

Human Labor Scarcer. 

Another object of this organization 
is to inform the public 
of the food value of milk 
and dairy products 
to the end that the market 
may be widened 

Consumption of milk and cheese 
in California 
is at a standstill 

while the consumption of Butter 
has materially decreased 

These facts warrant organized efforts 
wholehearted co-operation 
of all allied interests 
and prompt concerted action 



Probably the underlying cause 
of the unsatisfactory condition 
in which the industry 
finds itself 

is most largely due to the 
low average production 
of the individual cow 

Forty-five hundred pounds of milk 
or 170 pounds of butter fat 
is considered a fair average 
for the State 

Human labor constantly grows scarcer 
and correspondingly more expensive 
therefore increasing the production 
to offset the greater cost 
is so important that all agree 
to its absolute necessity 

[3] 



&&&&& CALIFORNIA DAIRY COUNCIL SSSSS 

Milk is Indispensable. 

It is necessary to convince 

the owner of poor producing cows 

that they can be changed into 

high producing animals 

in a reasonable time 

at little cost 

with great profit to himself 

At the same time it is 

necessary to educate the consumer 

to be tolerant of present prices 

on account of the 

increased cost of production 

also 

to understand the 

comparative food values 

of milk and milk products 

At present prices milk products 
are the least expensive foods 
in terms of money 
superior to many 
which cost more 
and what is most important 
milk is indispensable 
to the diet 



Manufacturers of oleomargarines 
and other so-called 
butter substitutes 
mix a proportion of milk 
or butter fat with their product 
in order to make it 
approach the palatable 
for human consumption 



[4] 



88888 CALIFORNIA DAIRY COUNCIL 88888 

Legislative Activity. 

Their plausible advertising 
is making large inroads 
upon the dairy industry 
The sale of oleomargarine 
is now 1,000,000 pounds 
a month in California 
and constantly increasing 
which shows the power of 
forceful advertising 

These manufacturers do not neglect 
any means to promote 
their interests 

Only recently a powerful concern 
which manufactures a 
so-called butter substitute 
spent money to defeat a bill 
in the California legislature 
introduced to protect the people 
against the stuff 

It is pertinent here to state 
that the 

California Dairy Council 
though scarcely organized 
assumed the responsibility 
of supporting the measure 
and succeeded in defending it 

This activity is an index 
to one of the purposes 
of the organization 
— to have in its care 
every measure for and against 
the dairy industry 



[5J 



SSSSS CALIFORNIA DAIRY COUNCIL 33333 

Opportunity an Obligation. 

Organized effort has been 
found advantageous 
by groups of persons 
in other lines of endeavor 

There are retail dealer organizations 

wholesale dealer organizations 

producers organizations 

manufacturers organizations 

scientific organizations 

educational organizations 

bankers organizations 

etc etc etc 
There's hardly a line of business 

that hasn't a 

central organization 

to look after its interests 

The dairy industry second only 
in the State of California 
to the fruit industry 
is as yet 
not organized 

It has no body through which 
it can express its views 
upon any question 
present a united front 
against attack 
cultivate goodwill 
promote welfare 
and increase appreciation of 
dairy products 

The time is ripe 

the opportunity an obligation 

[6] 



S8888 CALIFORNIA DAIRY COUNCIL 8S888 

Key to the Situation. 

During each term of the legislature 

there are bills introduced 

inimical to dairying interests 
The necessity for organized protection 

as well as the 

advocacy of good laws 

is apparent 



A few years ago dairying 

was on the increase 

in California 

everyone was happy 

the industry seemed to 

have a brilliant future 
Now the volume is declining 

bickering and dissatisfaction 

have replaced confidence 

It is unfair to invested capital 
and to those whose livelihood 
depends upon the prosperity 
of the dairying industry 
to stand idly by 
and permit the present course 
to continue 

Organizing all the allied interests 
into a strong body 
for mutual protection 
promotion and progress 
is imperative 

The California Dairy Council 
holds the key to a 
most important situation 



[7] 



&£&&& CALIFORNIA DAIRY COUNCIL S8S88 

Agricultural "Prosperity. 

The dairy cow is the 

foundation of agricultural prosperity 

— the dairy industry 

furnishes a broad field for 

manufacturers and dealers 

in required commodities 

when it is in a 

healthy and prosperous condition 

But the profits and volume 
of the business of the 
machinery and equipment manufacturers 
transportation companies 
bankers 

and all others dealing 
with the various branches 
of dairying 

are affected favorably or adversely 
as the case may be 
by the prosperity 
or lack of it 
in the dairying industry 

The cause is a big one 
worthy of big men 
worthy of united effort 
worthy of untiring effort 
worthy of investing money 
in the interest of consumers 
in the interest of producers 
in the interest of distributers 
in the interest of manufacturers 
in the interest of the 
State of California 



[8] 



SS888 CALIFORNIA DAIRY COUNCIL 3S3SIS 

Sign Subscription Blank. 

California Dairy Council 

has been incorporated 

with officers and directors 

and a managing director 
A definite plan has been 

outlined for the work 

it must have money with which 

to prosecute a plan 

in the interest of 

all concerned 

Sign the enclosed subscription blank 
to do your share 
of real business building 
for dairying in California 

Help the men who are 
devoting time and energy 
to make a success 
in your own interest 

A minimum of 350,000 a year 
is necessary 

3100,000 would give wider 
and quicker results 



Wisconsin has signed for 3250,000 
a year 
Iowa for 3175,000 

Almost every dairying State 
has its council 
California is one of the last 
to organize 

though it is seventh in 
quantity of production 



[9] 



SSSSS CALIFORNIA DAIRY COUNCIL 888S8 

Your Pro Rata. 

If you belong to one of 
the following classes 
calculate your own subscription 
on the basis set down 

If you belong to some division 
not enumerated 
write the Secretary 
for further information 
and he will tell you 
what others in your line 
are subscribing 

a) Producers 

20 j£ for each cow 
owned or controlled 
that is more than 
twenty-four months old 

b) Milk Distributers 

25 £ for each 1000 gallons 
or fraction thereof 
purchased annually 

c) Butter Manufacturers 
25 £ for each 1000 pounds 
or fraction thereof 
manufactured annually 

d) Cheese Manufacturers 
\0(jt for each 1000 pounds 
or fraction thereof 
manufactured annually 

e) Ice Cream Manufacturers 
15 fi for each 1000 gallons 
or fraction thereof 
manufactured annually 

[10] 



88888 CALIFORNIA DAIRY COUNCIL 88888 

Welfare of California. 

f) Condensed Milk Manufacturers 
1/3 j£ a case of 48 cans 
manufactured annually 

g) Associate member 
$1 a year 

Associate members should include 
the faculty of the 
College of Agriculture 
county and city school superintendents 
county and city health officers 
officers of women's clubs 
officers of civic clubs 
officers of retail organizations 
officers of labor organizations 
etc etc etc 

By talking things over together 
by keeping faith together 
by the spirit of co-operation 
much good can be achieved 



The welfare of our State 
lays upon us the obligation 
to encourage the raising 
and keeping of better cows 
not merely more cows 

To show the farmer that it pays 
to safeguard him in his investment 
to create favorable conditions 
to stabilize the industry 
by extending the market 
by increasing consumption 
by setting up a higher standard 



[11] 



S8888 CALIFORNIA DAIRY COUNCIL 8888$ 

A Startling Statement. 

Here follows a startling statement 
the decrease in butter fat production 
in California in 1918 
as compared with 1916 
amounted to nearly 5,000,000 pounds 



For a number of years past 

dairying has been the second best 
industry in the State 

For the twelve months ending 
September 30, 1918 
the value of all dairy products 
produced in California 
was in round figures 
354,500,000 
not including ice cream 

Surely those who are engaged in 

any branch of the industry 

or with any allied line 

must feel the necessity for 

putting forth an effort to 

encourage the development and prosperity 

of so important a unit 

in the sum total of our resources 
In this connection take 

the banker 

the credit of a prosperous industry 

is safer 

than one of the down grade 

Credit is sensitive 
like the human eye 
we should guard it carefully 



[12] 



8888$ CALIFORNIA DAIRY COUNCIL 88888 

A Constructive Force. 

The vital need for the industry 
is the welding together of all 
those whose welfare is 
tied up in any way with 
growth and development 

Impersonal and unselfish education 
first of those engaged in it 
and then of the public is 
of paramount importance 

Education of the consumer 
as to the relative food value 
of milk and milk products 
can only be done by 
continuous use of advertising 



Advertising changed us from a 
nation of 350,000 bond owners 
to a nation of 22,000,000 bond owners 

Advertising raised millions of dollars 

for war activities 

millions of members for Red Cross 

and other war service organizations 
Advertising welded us into the 

greatest fighting machine the 

world has ever known 

and unified all the people 

as nothing else could possibly do 

Advertising is a constructive force 
ready to our hand to accomplish 
for the dairy industry a service 
it needs and must have 
if it is to live 
and prosper 

[13] 



88888 CALIFORNIA DAIRY COUNCIL 88888 

Branch of the Sesame. 

Large sums of money are 
being invested in advertising 
so called butter substitutes 
to popularize and encourage 
their increased sales 

To counteract this force 
the dairy industry- 
has at its disposal 
the same means for educating 
the people to the advantage 
of using milk and milk products 

The mass of uncontrovertible facts 

in relation to those products 

would make advertising copy 

which could scarcely be equalled 
Advertising is the 

voice of business 

it is the light which 

illuminates the path 

from producer and manufacturer 

to the consumer 
Advertising is a branch 

of the Sesame 

which opens the door 

to secure the confidence 

the good will 

the active support 

of the consumer 

Advertising is the grain 

which when properly planted 
and cultivated grows into 
profit 

[14] 



S8888 CALIFORNIA DAIRY COUNCIL S333S 

Work Fairly "Begun. 

Individual effort by a 

butter manufacturer for instance 

accomplishes good of course 

and the more of them 

the better for the cause 
But the greatest good 

and the most permanent results 

will be realized from 

a campaign of advertising 

by a non-profit organization 

backed by every person 

firm corporation all branches 

and phases of the industry 

California Dairy Council 

has been conceived and organized 

to supply this need 

and to co-ordinate the 

efforts of all concerned 

into a vital virile unit 

in the interest of all 

Through the Council money will 

be accumulated and invested 

in placing before the public 

the truth about milk 

and milk products 
The individual contributions need be small 

when all co-operate 

A willingness to contribute has 
been evinced by those 
so far approached 
and the work is 
already fairly begun 

[15] 



S3S3£ CALIFORNIA DAIRY COUNCIL 8888S 

Sales Increased 23%. 

The producer is the foundation 
of the entire structure 
he will receive the 
greatest benefit 
resulting from this work 

He will benefit by the 

judicious use of the money 
contributed by all 
the other fellows 
as well as his own 

His direct benefit will be 
increased demand 

Producers of other food products 

that compete with milk 

and milk products 

are continuously and 

persistently advertising 
The sales of oleomargarine 

increased 23% in 1918 

over the previous year 

The milk producer has the 

unquestioned advantage 

of greater food value 

and without telling the 

consumer about it 

he allows his competitors 

to increase their volume 

at his expense 
He had the business first 

it is his by right 

but to hold and increase it 

he must advertise 

[16] 



88888 CALIFORNIA DAIRY COUNCIL 88888 

Milk Distributers. 

Milk distributers are the 
men in between 

You see no increase in sales 

and a constantly growing danger 
of decrease in production 
while you experience 
a steady increase 
in overhead expense 

To remain in business 
it is imperative 
that you develop your market 
upon one hand and 
do everything possible 
to encourage economic production 
to insure a permanent 
and adequate supply 

Butter manufacturers are experiencing 

the pressure of competition 

from all sides 
The increasing consumption of 

ice cream 

the remarkable development 

of the condensed milk industry 

the enlarged channels for 

the sale of by-products 

all combine to make 

it possible for competition 

in these lines to pay prices 

for raw material which 

you find it difficult 

to meet 



[17] 



38388 CALIFORNIA DAIRY COUNCIL 38383 

A Fair Field. 

You are also confronted with 
the danger of decreased supply- 
due to the shifting of the 
owners of unprofitable cows 
to other lines of farming 

The production of butter in 1918 
was nearly 9,000,000 pounds 
less 
than in any previous year 

This small production 

naturally enhances demand today 

but your greatest interest 

lies in aiding the 

speeding up of production 

of raw material 

to enable you to meet 

competition on an even footing 
The manufacturers of oleomargarine 

and other butter substitutes 

are taking advantage of 

your predicament 

and spending money freely 

to attract a permanent following 

by persistent advertising 

at your expense 
The field is a fair field 

open to all comers 

you were the first to enter 

your future is in 

your own keeping 
The way to hold your own 

is to advertise 



[18] 



88^88 CALIFORNIA DAIRY COUNCIL 88888 

Cheese Manufacturers. 

Cheese manufacturers occupy a 
similar position to the 
manufacturers of butter 
and milk distributers 

Americans consume an astonishingly 

small quantity of American cheese 

the field can be broadened 

and a demand increased 

that will afford a 

permanent and profitable business 

for cheese manufacturers 
There is a great opportunity 

awaiting you 

of such importance 

as to warrant 

your strongest co-operation 

in this movement 

To encourage the increased 
use of cheese in the diet 
will require convincing advertising 
but the means are at hand 
through the united effort 
of the allied interests of the 
dairy industry 

You will grasp this opportunity 
and lend the added strength 
of your contribution 
to the general cause 
and the upbuilding of your 
volume of sales 
at increased profit 
thus insuring your investment 



[19] 



88888 CALIFORNIA DAIRY COUNCIL 88888 

Condensed Milk. 

Condensed milk manufacturers have 

adopted advertising as a means 

to educate the people 

and have succeeded in 

a very large measure 
But your success is drawing 

imitation 

as all successes do 

You are threatened by the 
competition of inferior goods 
made with skim milk 
and vegetable oils 

Your field is unlimited 

the backing of this 

non-profit organization 

will aid you in further 

increasing the volume 

of your sales 
The advertising you do will 

be strengthened and made 

more convincing by the 

force generated by the 

statements made by the 

California Dairy Council 

The orange growers are advertising 
producers of 

raisins peaches walnuts 
prunes beans redwood 

are all advertising 
for the benefit of their 
several interests 



[20] 



SSSSS CALIFORNIA DAIRY COUNCIL 33SS3 

Ice Cream. 

Ice cream manufacturers are 
beginning to see the light 
and are adopting the modern methods 
found so efficacious by 
the makers of other foods 

Ice cream has commonly 

been considered a luxury 

a topping off of a big meal 

a popular Sunday dessert 

but never served on wash day 
The real truth that ice cream 

is a wholesome beneficial food 

though served in an 

attractive dainty form 

is the thing that 

should be advertised persistently 

The public should be taught ' 

to appreciate ice cream 
at its true worth 
that it should be eaten 
in cold weather as well 
as in hot 

that it has nutritive value 
in a high degree 

Educational advertising of a quality 
to gain the respect and confidence 
of all the people 
should be done in the 
interest of ice cream 

Probably no other unit of the 
milk industry can profit more 
than the ice cream manufacturers 



[21] 



88888 CALIFORNIA DAIRY COUNCIL 88888 

Feed Manufacturers. 

Feed manufacturers are an allied interest 
but a most important 
cog in the dairy industry wheel 

There are 500,000 dairy cows 
in California 

probably as many as 85% of them do not 
return to their owners 
any more than the 
cost of roughage 
and possibly half of these 
are not able to 
do even that 

Not more than 15% 
or 75,000 cows 

can be considered as legitimate 
consumers of mill feeds 

If you sell feed to owners 

of the 85% you take chances 

with your money 

and injure your customer 

instead of helping him 
If by contributing to this movement 

you aid in increasing the 

number of profitable cows 

to 200,000 in three years 

a possible thing to do 

you will have developed 

a market 

to keep your mills running 

full time 
It is a worthy cause and 

entirely in your interest 

[22] 



€ 
t 
. . • 



S8888 CALIFORNIA DAIRY COUNCIL 88S8S 

Feed Dealers. 

Feed dealers are another cog 

in the wheel 

looking to protect their interests 

and equally concerned 

with the progress and development 

of the dairy industry 
Your own credit is 

in the balance 

as long as you supply 

owners of unprofitable cows 
You cannot expect to sell 

and enjoy a lucrative business 

as long as your customers 

do not prosper 

Your interests and theirs 
are bound together 
you travel the same road 
when they slow up 
your progress is retarded 

Therefore in self protection 

you must join with this organization 

in its efforts to build up 

and make more secure 

the position of every 

cow owner 
By organized effort only 

can results be obtained 

by teamwork 

by co-operation 
The goal is better credits 

and larger volume of sales 

with more certain profits 

[23] 



858I88T8 CALIFORNIA DAIRY COUNCIL 88888 

Dairy Produce Dealers. 

Dairy produce dealers know that 
when prices are high 
the market contracts — 
your selling costs increase 
at an alarming rate 

When the supply is light 

you have increased competition 

resulting in premium-paying 

and other injurious devices 

which increase the cost without 

corresponding compensation 
You "get it" coming and going 

your overhead steadily increases 

and without increased supply 

or in case of actual decrease 

you will be forced out 

by reason of keen competition 

The producer and manufacturer 

need you to distribute 

their goods 

but they will not require 

as much 

if the supply is less 
Increase of production means 

an expanding market 

lower cost of doing business 

and a steady profit 
Individually you can accomplish 

little or nothing 

by combining your strength 

with the allied interests 

your contribution will bring results 

[24] 



88888 CALIFORNIA DAIRY COUNCIL 88888 

Machinery Manufacturers. 

Manufacturers of machinery 

equipment and dairy supplies 

should be interested in and 

willing to support this movement 
When the dairy industry prospers 

and grows 

the demand for your goods grows 
If the industry shrinks 

the demand for your goods 

will be less 

a few will control it 

and your loss will be doubled 

the opportunity for 

free competition 

will be less 

The tendency always is to 

demand newer and better 

equipment when business 

is prosperous 
With prosperity all around 

your business investment 

is insured 

your future outlook better 

You have utilized advertising 
as a means to popularize 
your output 
you know its power 

You should be the first 
to join this organization 
and contribute to the work 



[25] 



83833 CALIFORNIA DAIRY COUNCIL 83833 

The Banker. 

The banker feels the pulse 
of all industries 
keeps tab on the 
ups and downs 

and quickly recognizes indications 
of progress or lack of it 

Credits are the fundamental basis 
for the banker's business 
and productive milk cows 
are good collateral 

The higher the degree of production 
the better the basis for credit 
while a loan upon a herd 
of poor producing cows 
is hazardous for you 
it is harmful to the borrower 

The more carefully you look into 

this matter 

the more certain are you to 

willingly co-operate 

for the good of the industry 
Dairymen as a class need 

education 

concerning the difference 

in earning power 

between a good 

and a poor cow 
You can aid in increasing deposits 

from the same number 

of your clients 

and in bringing new clients 

into your community 

[26] 



88888 CALIFORNIA DAIRY COUNCIL 8888S 

$54,500,000 Annually. 

Probably it would be impossible 
to enumerate all the 
contributing interests 

But the arguments set forth 
specifically to those named 
apply with equal force 
to all others having anything 
to sell to producer manufacturer 
distributer or any who perform 
a service for them 

The total value of the 

milk production in California 

is 354,500,000 annually 
If each of the five hundred 

thousand cows were profitable 

the production would 

be doubled 

This is the goal in sight 
it can be reached only 
by co-operative effort 
by teamwork 

by amalgamating all interests 
into one strong virile organization 
and supporting it with 
sufficient money 
to make its work 
yield dividends to all concerned 
and to the 
State of California 

Subscribe cheerfully and liberally 
both of money - 
and goodwill 

[27] 



3(r>333 CALIFORNIA DAIRY COUNCIL 8^888 

Directory of Active Members 

(See page) 

Dairymen (Producers) 16 

Ditto (Breeders) 27 

Milk Distributers 17 

Butter Manufacturers 17 

Cheese Manufacturers 19 

Condensed Milk Manufacturers 20 

Ice Cream Manufacturers 21 

Feed Manufacturers 22 

Feed Dealers 23 

Dairy Produce Dealers 24 

Dairy Machinery and Equipment Dealers 25 

Ice Cream Machinery and Supply Dealers 25 

Bankers 26 

Salt Manufacturers 27 

Fertilizer Manufacturers 27 

Dairy Chemical Manufacturers 27 

Express Company Officials 27 

Truck Manufacturers 27 

Bottle Manufacturers 27 

Cold Storage Men 27 

ASSOCIATE MEMBERS 11 

Faculty of the College of Agriculture 

Agricultural Press 

County School Superintendents 

City and County Health Officers 

Organized Labor 

Retail Distributers 

County Farm Advisers 



[28] 



LIBRARY OF CONGRESS 



Mill 



002 891 538 P 



